Meon Villas is to sell through agents amid reports more holidaymakers are returning to book villas through the trade.
The operator is hoping the move will help the company achieve double-digit growth, particularly as the quality of villa accommodation is becoming increasingly important to holidaymakers, according to programme director Rob Graham.
Graham, who would not comment on levels of commission payments to agents, said the company has added 23 new villas – most of which have a five-star rating – to its 2008 programme.
He added: “Clients told us they wanted to stay in villas that either matched or bettered their own home, set in private locations with great views and with a high level of privacy.”
The operator ceased trade relations in 2004 to focus on direct sales to differentiate the brand from sister company Sovereign Villas, which continued to work with the trade.
Other villa specialists claim more holidaymakers are turning to the trade to book villas rather than booking direct with property owners.
Cottages to Castles sales manager Gerry Smith said the operator is focusing on improving the quality of its villas. It expects customers who tried to save money by booking direct with individual villa owners will return to booking through the trade next summer.
He added: “In 2007 we heard stories of clients who had had bad experiences by booking direct so we’ll be trying to create greater awareness of what could happen if people do not book through a fully bonded reputable tour operator.”